Which Dimension of Brand Activation in an Event Context has a Greater Impact on Customer-based Brand Equity?

Tomás José Figueirinhas Rebello de Andrade

Student thesis: Master thesis

Abstract

Brand activation, a relatively novel concept in the field of marketing, consists of providing consumers with immersive brand experiences with a high level of brand-consumer interaction where the main point is to create brand-related associations that allow consumers to develop an emotional connection with the brand. Using the definition of Keller, customer-based brand equity as a brand’s brand equity from the consumers’ point-of-view, a bridge between brand activation and customer-based brand equity is built. This study’s primary focus is, then, to assess which of the dimensions of brand activation produces a greater impact on the formation and customer-based brand equity. Assuming a high level of consumer-brand interaction through the use of an online self-completed survey, the scale used to measure brand activation is a previously built one empirically proven useful. Then, its impact on the formation of customer-based brand equity is analysed as well as the indirect influence that brand activation has over the four dimensions of brand equity provided by Aaker – Brand Awareness, Brand Associations, Perceived Quality and Brand Loyalty. The results of this study allow to draw new and important conclusions, helpful for marketers developing brand activation initiatives. On the one hand, the Intellectual dimension of brand activation has the highest direct impact on customer-based brand equity and also the highest indirect impacts. On the other hand, the Behavioural element of brand activation proves to be the most insignificant of the four. By drawing these conclusions, this study suggests some managerial implications as well as some ideas for further research based, not only, on a number of limitations encountered along the way

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2020
Number of pages71